Keyword Prices Rise, But Only In Some Categories

Fathom Online’s Keyword Price Index showed a 14 percent rise from September, with the average price per
keyword jumping from $1.37 to $1.55. The chart below gives a per category breakdown.


Category

Oct. 2004

Change From Last Month

Percent Change

Consumer Services
$0.96 $0.42 78%

Consumer Retail
$0.48 $0.16 50%

Mortgage
$4.31 $1.14 36%

Travel/Hospitality
$0.85 $0.21 33%

Wireless
$1.06 -$0.03 -3%

Broadband
$1.78 -$0.11 -6%

Investing
$1.60 -$0.16 -9%

Automotive
$1.39 -$0.15 -10%

Average
$1.55 $0.19 14%

Keywords in the consumer services category showed the strongest rise, while a number of categories actually showed decreases.

In terms of actual cost (as opposed to percentage change), the mortgage category had the biggest rise, a $1.14 hike. Fathom attributes that to competition to gain new
accounts when interest rates on 30 year mortgages dipped in October, in the US.

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